Devastated Christchurch• Every year, New Zealand experiences about 14,000 earthquakes, which are mostly small to moderate in size.• On Tuesday 22 February 2011, New Zealand was hit with a 6.3 earthquake that struck the city of Christchurch.• The earthquake was so severe that 1 in 6 buildings were certified unfit for occupation.• Auckland saw 21,000 people arrive from Christchurch as the try to avoid aftershocks.
What the World SawChristchurch’s pain was felt and seen around the world
What the World ThinksOnline sentiment analysis shows that the world is activelytalking about this event and the sentiment forChristchurch as a destination has taken a hit. Earthquake - 22nd FebData comes from SIP:Enterprise Volume Sentiment
What about Brand “Christchurch”Although the Government is making efforts to build thedamaged buildings and road…What about the Brand and Reputation of Christchurch?Christchurch relies on tourism and needs the world toknow it is open for business.
How to Reach the World“Having grown up in New Zealand and lived inChristchurch I think I understand the Kiwi’s psyche …. Sowhen it comes to the tourism sector needing topromote Christchurch to the world. I expect it will takethe form of a pragmatic, cost effective and a ‘deliverresults now’ type approach…I am not going to ask you to sell the farm with huge TVor Print campaigns. Get your message out with SocialMedia Marketing. It is easy for you to get started yourself, without large costs and it will give you a chance to tell the world your story.”
Develop a Social Media Marketing PlanBefore you jump into Facebook or twitter… pleaseconsider some simple steps; 1. Identify who you want to promote to (ideal persona)2. Create your messaging plan (what do you want to tell people)3. Establish a site plan (where are you going to promote your messages)4. Establish your KPI’s (measure, so you know if you are meeting your targets
1. Reach out to opinion makers and mediain the industry.2. Be proactive with your positive news.3. Images speak louder than words, wehave a beautiful city - show people. Eight General Tips4. Promote a destination within adestination.5. Utilise social media that reaches thewhole world (i.e., Facebook/Twitter areblocked in China).6. Celebrate your celebrations (World Cup)7. Target niches markets for promoting8. When the time is right, make a big splash.
• Run a lobby or F&B webcam so people can share their experience LIVE.• Integrate social media into your physical Tips for hotels & property - welcome foursquare or twitter guest houses users in their own profile.• Find comments from Facebook and place them on the lobby LCD panel for everyone to see.• Find your best ambassadors and engage them.
• Build engaging itineraries instead of listing of attractions. Tips for tour• Run competitions (photos/videos upload comps) to showcase your tour…. Let the operators world see what you are offering.• Develop a Blog - invite your clients to post or be a guest bloggers.• Ensure your web site and properties are listed locally via Google Maps and ask customers to post via Google and Yelp about your tour, services, etc.
Is it working?Tourism is your lifeline… reach out... Let people know youare ready to receive them… promote your city, venue,hotel, tour … let’s get people back to Christchurch.In this time, just don’t forget the basics of marketing….measure and optimise. Use Google Analytics for website analytics and SIP:Enterprise for social mediaanalytics … Spend wisely and make every dollar count.Let’s get Christchurch back on the map with touristsworldwide.